台灣氣候終年溫暖濕熱,飲料市場自是不小。近幾年連鎖品牌紛紛成立,茶飲料連鎖加盟體系也已經相當成熟,因此市場競爭十分激烈,同類型同性質的商品隨處可見,經營模式上也各具特色。飲料的店家密集度和眾多便利商店的密集度可相比較,更是造就在路上隨處可見到「人手一杯」的情形,然而在這如此競爭激烈的規模下,如何在眾多連鎖老品牌中吸引消費者購買,成功推出「新茶飲品牌」,為本研究動機之一。 本研究主要的目的是透過消費者購買新品牌茶飲行為之因素探討,以瞭解新成立品牌茶飲企業如何吸引消費者購買,以提升來店消費者的數量,成功打入連鎖飲料店市場。研究中以新品牌飲料店消費者做為本研究的標的,採用問卷調查的方式瞭解影響茶飲料消費者的購買行為因素,共發放320份,探討商店形象、知覺品質與認知價值對消費者購買行為的影響。主要分析方法為敘述性統計分析、信度分析、效度分析、獨立樣本t檢定分析、單因子變異數分析及相關分析。研究結果發現不同消費者對新品牌飲料店知覺品質、商店形象、認知價值與購買意願皆有差異;新品牌飲料店產品知覺品質對消費者的認知價值會有正向影響效果,尤其在產品符合性與品質保證最為顯著;新品牌飲料店商店形象對消費者的認知價值會有正向影響效果,尤其在促銷、商店氣氛與服務最為顯著;消費者對商店認知價值愈高,到該商店購買的意願也愈高,尤其在服務品質認知與購買經驗成本上最為顯著;消費者認知價值會在產品知覺品質、商店形象與購買意願關係間存在者中介影響效果。
As the bubble tea market is growing, the chain of tea shop becomes popular way to join this market. With the intensive competition in this market, this research aims to explore customer purchase intention about new bland product to have sale-rising by in case of bubble tea. This study discusses if imagine of store, perceive quality and cognitive value have influence on customer purchase intention by 320 questionnaires. We conduct this study by ANOVA and t-test. The result shows different sources of imagine of store, perceive quality and cognitive value significantly affect customer purchase intention. Furthermore, perceive quality is influential on cognitive value, in which especially product fitness gives higher impact on quality guarantee. Also, imagine of store significantly affects on cognitive value, especially in viewing of influence of sales promotion, atmosphere of store and service on cognitive value. By higher cognitive value, the customer purchase intention would be more intensive particular emerging from the significantly impact on perceive quality and cost of purchase experience. Finally, we also find the mediating effects of cognitive value on perceive quality, imagine of store and customer purchase intention.
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